Keep up with them

“We change the store once a week, in fact, we have so much stuff coming in, there aren’t enough hangers for all the clothing.” Wendy didn’t look like the crowd that was perusing her store, but regardless, she got it. She managed Forever 21, and understood that in order to keep them coming back, you had to be one step ahead.



“Once a week, we rearrange the entire store, and once a month we get completely new stock.”

When asked why it was so important to constantly move things and stay active Wendy explained, “We have regulars who come in looking for something new. They get here on Thursdays, because they know by Sunday, it will be picked over, and they can’t get what they want.”



We’ve already proven that women shop all the time, but, in order to keep them interested and ultimately inspired, we need to keep up, we need to refresh our inspiration as often as they look for it. At this point, we offer inspiration, and although it’s reliable, it’s predicable.

Opportunity: In life, the greatest moments are unpredictable. Give her the grounds to find those moments.